Swedish agency, Round & Round‘s new campaign for sports brand Björn Borg aims to turn rival hate on social media into messages of love.
The agency created punching bag that works like a keyboard. Then, they invited fighters to come show their rivals some love on Twitter, in time for Valentine’s day.
DIVERGE talked to the Round & Round team to find out more:
Where did this idea come from?
The idea came from us at Round & Round, from the insight that rivalry should be highlighted as something positive. This, together with the insight that insults in social media have escalated, and we wanted to change this and on the same time dramatise it in a way connected to Björn Borg as a sportswear brand.
What kind of response have you gotten from it?
All postitive, especially the link between tech, sports and social media.
How long will this stay at the gym?
We have a few locations in Stockholm teamed up, and we haven’t really decided on an end date.
Why is it important to focus on unity and love?
We believe that the current tonality in the world needs more unity and love. And this is something that the company Björn Borg has taken a standpoint for since the start.
Why did you choose to feature Trump’s tweets.
His tweets are probably the most famous when it comes to insults, and we wanted to highlight something that most people recognise.
Who is the team behind it?
Erik Ström, Copy
Andreas Ullenius, CD
Henrik Hallberg, PR
Micke Ring, Interactive Producer
Fredrik Josefsson, AD
Johanna Johansson, AD
Nahir Aslan, Content
